1. Carry out research on what content to share
The foundation of making the most out of healthcare content is to find the right content to create.
You need to understand what information your patients and other potential patients need and want to know.
One way you can find the right healthcare content topics is to ask.
Ask your patients what they would like to know, and then have your healthcare content writing done around it.
You can even use surveys to get this information from your patients by having them fill forms on what their biggest queries are on healthcare and then craft content on these topics.
This strategy is a guaranteed way to get started on attracting more clients.
2. Keywords and what you need to know about them
Keywords are the words or phrases that people generally type into search engines to help them find something they are looking for.
An example is if a patient is looking for healthcare providers within Westlands, they will type in “healthcare Westlands” into the search engine.
This indicates that the typed-in phrase is the keyword.
Finding the right keyword is important so that your content can rank higher on search engines.
You can also optimize the content on various social media platforms to attract more of your target audience, which in this case would be potential patients.
There are several ways to find the right keywords to optimize your content and get positive feedback.
You can determine what keywords to use by developing a ‘patient persona’.
Simply put, you need to think about what a patient would be looking for if they wanted to reach out to a healthcare facility.
Another way is by using the word suggestions that appear on the google search tab when you type in your main topic word.
If you are looking to get ideas about a particular topic, you can type in the main word for the topic on the Google search bar and wait to see what Google auto-suggests for you as a completion.
The suggestions are often an indicator of what most people have been searching for regarding that topic, and they will give you an idea of what content you should be creating.
The third way of finding the right keywords to use for your healthcare content is by using software tools.
Ubersuggest is one of the best tools you can use for this.
Once you type in the main word from the content you are focusing on, it gives you a list of keywords that you can use.
These keywords have the highest volume and CPC, assured to increase traffic towards your content.
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3. Factors to consider when copywriting
Copywriting is one of the most critical aspects of healthcare content writing.
It is simply rearranging words to make your content more visible and readable for your audience.
Healthcare content needs to be simplified for patients and created in a way that will drive more traffic and attract more clients.
The basics of copywriting for all content, including healthcare content writing, lies in the AIDA model.
AIDA stands for Attention, Interest, Desire, and Action.
The first goal of copywriting should be to grasp the patients’ attention. When they type in a search engine query and get several options, your content should stand out and drive them to click on your website.
You can get your patients’ attention by making the titles and subjects of your content interesting.
The patients should be drawn to your content and want to find out more.
The second goal of copywriting would be ‘Interest’, where you need to have information that is engaging enough to maintain the patient’s attention.
If you have read this far into this article, then this is a great example of engaging information.
The third goal would be ‘Desire’, where you show your patients the benefits of what you have to offer.
- Do you offer insurance options?
- Do you have emergency services?
- What about your customer care?
All these are things you should include in your healthcare content to show how your services will benefit the patients.
You can also include testimonials of people who have experienced your services and have good things to say about them.
The last goal of copywriting for healthcare content writing would be a call to action.
Ask your patients to visit your facility, book an appointment or give your services a try for a quality experience.
4. Analyzing web analytics to make improvements on the content
The main aim of healthcare content would be to engage your patients and potential patients.
You need to know whether what you are doing is working and, if not, the areas you need to work on to increase traffic.
This is where web analytics come in.
One of the first things you should assess is the number of visits to your website or page.
This shows you how effective your use of keywords is and how much your titles and other SEO efforts are faring.
The second web analytic metric you should look at when it comes to healthcare content is the number of new sessions and where the new visitors are coming from.
This helps you pay more attention to the channels that are giving you more traffic and improving those that are not doing so well.
Whereas the main focus is healthcare content writing, your attention should be more on gaining organic traffic and improving your search engine optimization to rank higher on search engines like Google.
Google Analytics is one essential software asset that will give you all the information you need on how your website performs.
5. How and which media to use to drive the information out
The media platforms you choose to use will depend on your target demographic and what channels they frequent.
Google is one of the topmost platforms that people will run to for information when it comes to healthcare.
This means that you should have a top-notch website that has complete details about your institution and has engaging information to attract more patients.
While this means that healthcare content writing should be a priority for your organization, you will need other social media channels to get your services known.
Some of the media you can use to drive information out are Facebook, LinkedIn, Instagram, and Twitter.
A patient may be simply scrolling through your feed, and they see your post, realize that you are a healthcare provider near them, or offer the services they need.
Email marketing is also another channel that you can use where you create a database of patient emails and send out notifications to your patients.
Conclusion
Healthcare content writing is a modern innovative way to attract more clients.
At Tripleaim Software, we believe that content combined with information technology has the power to change the healthcare sector and make a difference.
Reach out to us here and let us help you find the right solutions to see you grow as a healthcare institution.